As eating habits continue to evolve beyond the traditional three-meals-a-day routine, Buddig is reminding consumers that one of the original grab-and-go protein snacks has been in grocery stores all along.
The heritage meat brand has launched the latest chapter of its “Eat Your Buddig” campaign, reintroducing its memorable Buddig Grandma character to connect with a new generation of busy consumers looking for convenient, protein-packed snacks.
Originally introduced last year, Buddig Grandma returns with a fresh look—trading her classic red cardigan for a red biker jacket—while keeping her signature no-nonsense personality. In the new creative, she unexpectedly appears to personally feed hungry people wherever they are, including a tough biker on the highway and a traffic officer working the streets, reinforcing the campaign’s playful message: “Eat Your Buddig.”
Developed in partnership with Havas, the campaign’s creative, content production and execution were led by Annex Chicago. The commercials were directed by the award-winning directing duo known as The Grandmas, adding another layer of personality to the humorous campaign.
The initiative builds on changing consumer behavior, where traditional meal routines have increasingly given way to snacking, “girl dinners,” grazing and eating on the move. Buddig is positioning its sliced meats as more than a sandwich ingredient, highlighting their convenience as an easy, protein-rich snack for busy lifestyles.
“Even though the brand has been around for over 80 years, this is an underdog story,” said Brett Terblanche, SVP and Group Creative Director at Havas Chicago. “Buddig has been solving the protein snacking problem for decades. We just needed to remind people of that, and wanted to do it in a way that made them smile.”
Matt Barlow, Vice President of Brand and Commerce Marketing at Buddig, said the campaign reflects the brand’s effort to introduce itself to younger consumers.
“We have been around for generations and now we’re on a mission to introduce our brand to a new generation of younger consumers leading busier lifestyles,” Barlow said. “This campaign leans into the fact that Buddig is more than just a sandwich staple, but the original grab-and-go protein snack. And there’s no one better than the Buddig Grandma to bring that message and mission to life.”
Running through September, the integrated campaign will appear across connected TV as well as social platforms, with a primary focus on Meta and TikTok, bringing the Buddig Grandma to consumers wherever they scroll—and wherever hunger strikes.
